Research shows that in general, women enjoy shopping more than men.
a. True
b. False
Consumer welfare is the establishment of laws and regulations that guide and govern
business practices in order to protect consumers.
a. True
b. False
The timing of a request is very important when seeking compliance.
a. True
b. False
The expectancy disconfirmation model suggests that as expectancies increase,
satisfaction increases.
a. True
b. False
Which word-of-mouth marketing technique has been declared unethical by the
Word-of-Mouth Marketing
Association?
a. Organic word-of-mouth
b. Buzz marketing
c. Internet marketing
d. Viral marketing
e. Stealth marketing
______ refers to the personal relevance or importance of an issue or situation.
a. An attitude
b. An inferential belief
c. Involvement
d. A credence attribute
e. A informational belief
Automatic information processing refers to mental process that occur without
awareness or intention, but still influence judgments, feelings, goals, and behaviors.
a. True
b. False
Some researchers believe that consumers initially believe everything they see and hear,
and rejecting a claim as false is a separate process.
a. True
b. False
According to your readings, consumers employ three main tactics for impression
management: appearance management, self-monitoring, and ingratiation.
a. True
b. False
The listing technique can trigger the social validation principle of social influence
a. True
b. False
In mixed choice, consumers can see some brands and have to recall others.
a. True
b. False
Which characteristics tend to be associated with members of the silent generation and
the GI generation?
a. Focuses on staying young
b. Focuses on working hard and saving money
c. Focuses on quality of life
d. Focuses on conspicuous consumption
Culture usually changes so fast that marketing cannot usually reflect the most current
cultural meanings.
a. True
b. False
Paid product placements must now be disclosed in the credits at the end of a production
in the U.S. by law.
a. True
b. False
A key benefit of basic research is that conclusions drawn from it can be generalized
across many situations.
a. True
b. False
Imagine you work for Jonesville, Inc., a mid-sized company specializing in the
manufacturing and marketing of high end, high-performance mountain bikes.
Jonesville, Inc. recently hired an outside market research firm to assess its positioning
strategy and make recommendations about future positioning strategies. The research
firm submitted a perceptual map. The map’s x-axis (abscissa) reflects higher quality
when moving to the right, and they-axis (ordinate) reflects higher price when moving
up and positioned Jonesville in the upper right-hand quadrant. The research firm
recommends that Jonesville position another line of high-end mountain bikes in the
lower right hand quadrant where there are no competitors and there appears to be a gap
in the market.
a. Your boss doesn’t really understand the map. Explain to your boss what the map
means.
b. Evaluate the research firm’s logic for the new positioning location (i.e., identify the
logic’s flaw).
If a retailer knows that advertising is highly correlated with increased store traffic, then
he or she can be confident that increased advertising will cause an increase in store
traffic.
a. True
b. False
Consumers behave as limited information processors and are only able to consider
about , plus or minus two, pieces of information at a time.
a. 7
b. 5
c. 2
d. 17
e. 13
Mercedes recently initiated a new ad campaign, and the slogan reads, “Mercedes-
because you’re worth this kind of luxury!” According to Maslow’s hierarchy of needs, to
what category of needs does the slogan most readily apply?
a. Psychological needs
b. Physiological needs
c. Social needs
d. Self-actualization needs
e. Self-esteem needs
It is inherently pleasing to be liked by others.
a. True
b. False